• Ad Age, Monday, April 14, 2008 10:45 AM

The in-store programs found "most influential" by consumers in a recent study of cereal promotions by TNS Sorenson were, in order, in-store samples, package ads, coupon dispensers, in-store fliers and end-aisle displays. Those deemed least influential were ceiling ads, in-store audio and floor ads. Most of the newer media--including cart ads, in-store TVs, video displays, and entryway ads--ranked in the lower half of the 19 media considered.

The study gives high marks to on-pack advertising because of the billboard-like nature of cereal boxes. But many of the results are similar to what TNS has found in other categories, says James Sorenson, exec VP-retail and shopper insights for TNS Sorenson.

A study by Deloitte Consulting for the Grocery Manufacturers of America last year found shopper marketing, formerly known as trade promotion, is growing faster than any other medium for package-goods marketers. TNS Sorenson estimates marketers will spend $25 billion annually by 2010 in shopper marketing.

Read the whole story at Ad Age »